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WPP Media Lowers 2025 Global Ad Revenue Growth Forecast to 6% Over U.S. Trade Policy Uncertainty

Advertisers are delaying commitments and pivoting toward digital and retail media as flexible contracts and AI-driven ad tools gain traction.

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Branding signage for WPP, the largest global advertising and public relations agency at their offices in London, Britain, July 17, 2019. REUTERS/Toby Melville/File Photo
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Overview

  • WPP Media now expects global advertising revenue of $1.08 trillion in 2025, down from an earlier forecast of 7.7% growth.
  • Digital ads will account for 73.2% of total spend, with creator-driven platforms set to capture more than half of content-based ad dollars.
  • Retail media is projected to represent 15.7% of global ad revenue, surpassing combined investments in linear and connected TV.
  • The U.S. remains the largest market at $404.7 billion and 5.6% growth, followed closely by China and the U.K.
  • Uncertainty over tariff policies is prompting brands to seek flexible ad contracts and accelerate the use of AI tools for production and targeting.